Primarily as a result of access to affordable technology, mobile has taken hold around the world although growth remains uneven. Data published in 2019 shows that over 269 million people in the United States are smartphone users, and 219 million have active social media networks.

Simulated Business Scenario

You are the Manager of Customer Acquisition at Mobily, a hypothetical social media consultancy, specializes in mobile marketing. Your primary market focuses on small business operations that are not large enough to support an internal social media team.

Through a referral from one of your current clients, you were offered the opportunity to pitch to a new potential client, Esther's. Esther's is a mid-sized brand of fashion shops targeting Millennial women who are budget-conscious fashionistas located throughout the Southeast of the U.S.

As you presentation to Esther, you already know that total ad spending on mobile devices has overtaken desktop/laptop devices, and this is especially true with Esther's primary target market. In fact, the typical Esther's customer uses her phone for 75% of their clothing purchases.

Mobily is an expert in the following mobile marketing strategies and will become the focus of the presentation:

• Geo-fencing
• IG Shopping
• Sponsored ads on social
• Texting
• Web store

1. How would you explain the growth trends of these 5 mobile marketing strategies in your presentation as they relate to Esther's
2. What supporting data would you include to persuade Esther to accept your recommendation